It’s easy to see when you outgrow your car because all your kids and their associated junk don’t fit anymore without strapping some of it to the roof. When you outgrow your pants, you are tipped off by tingling legs, projectile buttons, and overwhelming sadness. But when you start to go outgrow your call tracking and analytics platform, it might be less obvious. It’s crucial that your martech platforms can grow with your business and your ever-increasing marketing goals.
You don’t want to be caught off guard when you start stretching the limits of your call tracking platform’s ability to keep up with your business. Here are nine signs that it’s time to move to a more advanced solution.
You Can’t Get Call Data Where You Need It to Be
If you find yourself spending more and more time exporting data, manually updating your CRM, or creating hybrid reports with your analytics data, it’s a good sign that you have an integration issue. To scale your marketing programs, you need to be able to live in the platforms you use most so you can see all of your data in one place. You know the old saying: mo’ dashboards, mo’ problems.
Your call tracking platform should be able to share call data with analytics platforms like Google Analytics and Adobe Analytics so you can easily aggregate, attribute, and compare it to your digital journey data. The data transfer should be hands-off and happen in real time, too.
To accomplish this, your platform needs native integrations with the most popular martech tools. Check out this video to see how Invoca works with Google Analytics.
You Can’t Personalize the Customer’s Experience After the Call
More than ever, your customers expect that you know them and can anticipate their next move. This is especially true with high-value purchases like insurance, home loans, and cable subscriptions. If a high-intent consumer calls in, you want to be able to respond with the right message — be it an email, a direct mail piece, or a personalized website experience — that will increase the likelihood of a conversion. And no one wants to be retargeted with an ad over and over again after they’ve already purchased. To personalize your customer’s post-call experience, you need to unify all your data, online and offline, in one place. This means that your call data must be in a format that the rest of your martech stack can understand and be available in real time. If you have to do anything manually, there is no way to make that work at scale.
Watch this video to see how you can create a targetable audience in Adobe Experience Cloud based on call data.
Your Attribution Data isn’t Granular Enough to Effectively Optimize Your Marketing
When you first got your call tracking platform, it was pretty amazing that you were finally able to tie phone calls to marketing campaigns. You found out that your content-driven marketing campaign really did drive more calls than your promotional discount campaign, and it was like the skies opened and everyone else could finally see that you were the marketing genius you always knew you were.
Being the deft marketer that you are, you knew that you could do better, and campaign-level data only gets you so far. What about optimizing and testing which keywords drive calls? Better yet, which ones are driving more sales? Without granular analytics, like 1-to-1 consumer tracking and keyword-level attribution, you’re probably burning money on keywords that aren’t effective while underbidding on the ones that are.
Advanced call tracking solutions like Invoca provide maximum data granularity so you can get the sweet, sweet, closed-loop attribution you need to optimize your marketing.
You’re Driving the Right People to Call, but They Aren’t Converting
The campaigns your marketing team created look amazing and they are driving many more inbound calls. You’ve nailed down all of the right keywords, optimized your spending, and dialed in your audiences—but there’s a problem—conversion rates are really low. How is this possible when it’s obvious that you’re getting more high-intent customers on the phone? Are the call center reps going off script or being jerks? Probably not. But your call tracking solution probably can’t properly connect your customer’s digital journey to your call center.
When the caller has a poor experience before they can even talk to anyone, you can kiss those likely conversions goodbye. Just imagine that you clicked on a bank’s ad for an FHA home loan, went to the website and called the number there only to be kicked around the phone tree for 20 minutes before you got connected to a rep that could help you. It’s a frustrating experience for the customer and it can tank an otherwise well-executed marketing campaign.
The right call tracking and analytics platform can address these issues by routing customers to the right place depending on the marketing content and web pages they have been exposed to in order to provide a seamless, personalized call experience. With Invoca, the call center can retrieve real-time insights about a caller, including their previous engagement history.
With this information in hand, call center reps can more efficiently and effectively work with the customer to make a sale, and you see the conversion rates that you expect.
You’re a Multi-Location Business and You Can’t Manage all of Your Call Treatments
If you are a marketer who drives calls to local agents, providers, franchises, dealers, or branches, you face the additional challenge of directing calls to the right destination while still getting granular call attribution and conversational insights. When it gets to the point that you are driving calls to hundreds of locations, your old call tracking platform requires that you manually create individual call treatments for each location—then constantly monitor for changes to this network like new hours of operations, locations, and phone numbers. What you get is a massive, time-sucking headache.
In this situation, many marketers may just give up on getting full attribution. But you’ll be better off giving up on your old call tracking platform instead. Invoca has developed a solution that eliminates the multi-destination call tracking tradeoff and swaps 99 percent of the tedious manual setup with technology that detects and routes calls automatically and makes updates to local network information a snap. Check out this blog post to see how it works.
You’re Spending Way too Much Time Listening to Call Recordings
Listening to how your customers interact with the call center is an enriching experience for marketers. You can hear what terminology they are using and even get a feel for which kind of calls convert and those that don’t. While you should listen to call recordings, you don’t want it to become a full-time job. And if you are manually checking on call classification by dipping into the recording archive, it will become one, and you will hate your life.
The thing is, your call tracking platform should be listening to calls for you. Invoca’s machine learning-powered Signal AI allows you to better understand and predict call outcomes by mining data from phone conversations with your customers. Signal AI has been used to analyze over 11 million conversations and the award-winning technology is used by companies like Frontier Communications to uncover new opportunities to boost marketing ROI. Learn more about how it works in this blog post.
Compliance is Killing the Value of Your Analytics
If you accept payments over the phone, or operate in healthcare or other highly-regulated industries regulated by the Health Insurance Portability and Accountability Act (HIPAA) or the Payment Card Industry Data Security Standard (PCI DSS), it may be impacting the quality of your call analytics. Some call tracking solutions require that you turn off call recordings (and, in turn, real-time analytics) to be “compliant.” Often, this means sacrificing tremendous value of your call analytics. What good is conversational analytics if you can’t analyze the actual conversation?
Lucky for you, Invoca has an automatic redaction engine that removes sensitive information from call recordings and the conversational analytics offered by Signal AI doesn’t even require recordings to ever be stored. This means that 100% of our call analytics features are working for you while remaining compliant. That should make you and your corporate counsel happy.
You’re Making Marketing Optimization Decisions Based Vague “Call Scores”
When someone calls your business, is that a valuable call or not? That’s a tough question to answer. Customer service calls are important (after all, if your company can’t resolve customer issues, you won’t have many customers left) but you certainly don’t want to spend that paid media budget you fought hard to secure to drive support calls. If you find yourself wondering what the real value of your inbound calls are, or you’re relying on vague call scores or flimsy proxies like call duration to guess at call quality, then there’s a high likelihood that you’re optimizing to total calls, rather than high-value calls.
However you measure a conversion — be it a purchase made, appointment set, or application submitted — Invoca can help you attribute them back to media so you can optimize to real revenue. For instance, you can train a custom Signal AI predictive model to automatically detect conversions specific to your business, or you can use our APIs to automatically import call conversions from your backend sales systems and tie them back to the digital journey.
Robocalls are Costing You Money
Robocalls are a huge problem these days, and not just because they blow up your cell phone battery and getting 27 calls a day from “Jake” at the student loan department is super annoying. Businesses also suffer big losses from phone fraud and call fraud, and your call tracking platform may not be doing enough to stop the calls from getting through.
Businesses are most likely to be impacted by toll-free pumping. This is where one party generates a volume of calls, usually using a robo-dialer, to a toll-free number with the intent of generating revenue from a toll-free subscriber or a call provider along the call path. Toll-free call pumping takes advantage of loopholes in telecom infrastructure, making it all too easy for bad actors to get rich off your contact center.
Since the infrastructure issues that make this type of fraud so easy to commit and difficult to track, your call tracking platform should provide some measure of protection, however, many do not.
Invoca has call fraud protection technology in place that scans every call for behavioral and tonal fingerprints of robocalls. Calls matching any fingerprints are blocked immediately or challenged with a keypress prompt that only a human would respond to. Calls that are blocked or fail the challenge are not connected, not shown in reporting, and are not billed. From the (legitimate) caller’s perspective, the experience feels completely normal.
It’s Time to Upgrade Your Call Tracking
Did you say “yup, that’s me!” to any of these? Then you’ve probably outgrown your call tracking software. Schedule a free demo of Invoca’s enterprise-ready call tracking and analytics to see how we can help you grow now and in the future.